The Cultural Resources Route

Nirmalya Kumar and Jan-Benedict E. M. Steenkamp

Chapter Six in Brand Breakout, 2013, pp 145-165 from Palgrave Macmillan

Abstract: Abstract In Chapter 5, we looked at how emerging market brands generally suffer from the negative image of their country of origin. That is, a brand’s roots in an emerging market reduce its appeal on such dimensions as quality, innovativeness, aesthetics, price/ value, social responsibility, and prestige. There are, however, exceptions. In certain product categories, originating from a particular emerging market adds value to the brand. In this chapter, we map out how brand stewards can leverage aspects of their home country’s culture to go global.

Keywords: Cultural Resource; Cultural Meaning; Brand Communication; Luxury Brand; Fashion Brand (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-27662-9_7

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137276629

DOI: 10.1057/9781137276629_7

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().